Sugar Pops Pete - One of the earliest I.D.
characters created for television was Kellogg's western clad prairie dog called
Sugar Pops Pete, whose catchphrase jingle chimed "Sugar Pops are Tops!"

Sugar Pops Pete sported a ten-gallon hat and holster with sugar-spraying six guns and fought
the nasty outlaw, Billy the Kidder, (who was so bad that "he wouldn't even help
his mother do the dishes!") and the villainous newspaper editor Bad News Daily.

Script of a 1950s Kellogg's TV Commercial

Deputy:

Marshall! Marshall!
There' a free-for-all, they're fighting and shooting and making noise

Marshal:l

Don't worry about it
[Sitting in his office, the Marshal fires a bullet across the street to
the saloon that hits a chandelier which falls onto the people fighting.

Deputy:

Marshall! Marhall!
Outlaws just held up the bank and made awful faces

Marshall:

Don't worry about. [Sitting in
his office, the Marshall grabs a rope, throws it out of the door, lassos
the escaping robbers off their horses and pulls them into the jail and
behind bars]

Deputy:

Marshall! The
grocery store just burned down with all the food and the Sugar Pops

Marshall:

The Sugar Pops?

Deputy:

The Sugar Pops!

Marshall:

That does it.

Deputy:

What you gonna do?

Marshall:

Worry.

Deputy:

Look its Sugar Pops Pete!

Sugar Pops Pete:

With my Sugar Popper
I can rustle up enough Kellogg's Sugar Pops for every one. And there in a
snack pack, too.

Everyone:

[Singing] "Oh the
Pops are sweeter and the taste is new. They're shot with sugar, through
and through."

Marshall:

Poppin' good for breakfast

Deputy:

There's no milk

Marshall:

Poppin' good for snacks

Deputy:

Marshall! Marshall!

Marshall:

You know Deputy, I'm worried
about you.

When Sugar Pops Pete shot his guns, a sparkling spray of sugar showered the
bad guys and turned even the meanest hombre "sweet" as they could be ["Oh, the
Pops are sweeter and the taste is new. They're shot with sugar, through and
through"].